Each pack in Route 11's range has a different color, but none relate to the flavor. This is strange because it is so easy to do - this, for example, should be dark red. There is also background imagery that makes the designs a little overly fussy, including the oval shaped bubbles with key info within. The big and bold Route 11 logo is however very good. There is no need for it to dominate the bag - it isn't as important as the flavor. But when you are building a brand it is wise to make the most of what you have.

0

Crunch

Although it doesn't say they are Kettle Cooked Chips on the packaging it is unmistakable. They were thick and meaty with hard and brittle sections. Although there was oil visible it had mostly been soaked up by seasoning. This only aided the crunch.

Texture

These were thicker than the average, regular Chip. This meant that there were plenty of visible oil bubbles, but they were small. There were a good variety of different shapes in the bag and there was also a very reasonable coating of seasoning mixed in with the oil which left a heavy residue on fingers.

0

Taste

A Nose Plunge Test revealed a slightly sweet Barbecue smell, but it was not significant to tell us exactly what was in the bag. There was certainly a Smoky Barbecue flavor there, but it tasted a little overly oily potato, and a bit sweet. There was a salty pepper tang to them, but it didn't all mix together quite right.